mar ch 9 practice q's

implicit memory

A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described the brand as "reliable," "high-performance," "luxury," and "expensive." Which type of memory does this represent?

self-referencing

Ads that encourage consumers to remember past personal experiences and use language such as "you" and "your" in the copy are using the strategy of __________ to enhance message involvement.

learning

Any change in the content or organization of long-term memory or behavior is known as

Reinforcement

Anything that increases the likelihood that a given response will be repeated in the future is considered

importance

Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning?

analytical reasoning

High-involvement learning often involves

all of these choices are correct

Low-involvement learning often involves

brand image

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes'

interference

Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way, which is an effect referred to as

classical conditioning

Coca-Cola does not advertise during the evening news because the marketer does not want the often negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

low involvement learning

Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to process the information provided in the ad. Which type of learning situation does this represent?

evoked set

Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's

maintenance rehearsal

Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing?

episodic memory

Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as he placed her hand in Bud's. Which type of memory does this represent?

5 to 9

The capacity of STM is thought to be in the range of __________ bits of information.

brand equity erosion and customer alienation.

The repositioning of the Johnnie Walker whiskey brand with the Jane Walker whiskey special promotion may lead to consequences of

brand equity

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as

perceptual mapping

Which of the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes?

maintenance rehearsal

Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory?

Once an associative link is formed, it is permanent

Which of the following statements is false regarding schemas?

STM is a static structure

Which of the following statements is false regarding short-term memory (STM)?

classical conditioning

__________ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).

memory

__________ is the total accumulation of prior learning experiences.

information processing

A series of activities by which stimuli are perceived, transformed into information, and stored is called

elaborative activities

A television commercial for Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage?

repetition, rehearsal, and elaboration

How can accessibility of information stored in long-term memory be enhanced?

extinction

In conditioned learning, forgetting is often referred to as

stimulus generalization

Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of

script

Maria was raised as a Catholic, but she has not been attending church regularly since she moved out of her parents' home into her own apartment. However, when she does attend mass, she remembers the sequence of events and what she must do (e.g., sit, kneel, stand, which prayer to say, etc.). Her memory of how an action sequence should occur is known as a(n)

high-involvement learning

Pat is purchasing new tires for his car. Since he expected to spend $400 or more for these tires, he started researching on the Internet. He spent several days learning about this product and studied several consumer magazines (e.g., Consumer Reports). He decided to purchase Yokohama tires because they were rated the best tire value. Which type of learning situation does this illustrate?

shaping

Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of

product positioning

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called

Accessibility

The likelihood and ease with which information can be recalled from long-term memory is termed

analytical reasoning

The most complex form of cognitive learning is

iconic rote learning

Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this?

chunking

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of

brand leverage

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of

semantic memory

When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her

vicarious learning

When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred?

short term memory

Which component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use?

concepts

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?

provide external retrieval cues

Which of the following is a strategy to reduce competitive interference?

schematic

Which of the following is not a specific learning theory?

operant conditioning

Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement?

cognitive learning

Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?

explicit memory

Which type of memory is characterized by the conscious recollection of an exposure event?

schema

Which type of memory structure is a complex web of associations?

imagery processing

Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations?

elaborative activities

__________ are(is) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.

operant conditioning

__________ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.